Swizzels has launched a summer campaign for Squashies called Squashathon, supported by strong wholesaler promotions. and a trade press campaign.
The consumer-focused campaign will be engaging shoppers in July and August on Swizzels’ social channels, with 60 days of varied, interactive summer-themed competitions. There will be daily prizes, ranging from Squashies frisbees to Squashies picnic blankets.
Clare Lynch, Squashies brand manager, says: ‘‘Available in both £1 PMP and non-flashed hanging bags, Squashies continues to help grow the category and is now the number one sugar confectionery brand (IRI), so we’re making the most of the brand’s popularity during this critical sales period where the proportion of sweets bought versus chocolate naturally increases.”
She adds: ‘‘This year staycations are proving to be more popular than ever, and Squashies are the ideal treat for our target audience of families and young people to enjoy while travelling and exploring. We’re embracing this trend by encouraging consumers to make Squashies a part of their summer.’’
Swizzels is the UK’s largest family-owned independent sugar confectionery business and one of the few confectionery companies to still manufacture sweets in the UK.